Faculty

Dr. Richali Jain

Dr. Richali Jain

Lecturer (Research)

Area: Marketing, Consumer Behavior

Email: richali.j@greatlakes.edu.in

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Dr. Richali Jain earned her Ph.D. in Management (Marketing) from the Central University of Haryana, with a research focus on consumers’ relationships with Artificial Intelligence and their behavioral and psychological outcomes. She also holds a Master’s degree in Commerce and a Bachelor’s degree (Hons.) in Commerce.

Dr. Jain’s research interests lie at the intersection of Generative AI, voice assistants, and consumer psychology, with a strong focus on human–AI interaction, parasocial relationships with AI, and technology-driven decision-making. She is a UGC NET–JRF awardee (AIR under 190) and has published in leading journals, including an ABDC A* journal (International Journal of Information Management), with multiple conference presentations.

She is trained in both qualitative and quantitative methodologies, including experiments, PLS-SEM, CB-SEM (AMOS), SPSS, grounded theory, and thematic analysis, and actively uses immersive labs for AR/VR-based experimental research.

Journal Articles:

  • Richali Jain with Ajay Kumar, From what (motives) to what (outcomes) of relationships with artificially intelligent voice assistants, published in International Journal of Information Management- ABDC A* category, December 2025.
  • Richali Jain with Ajay Kumar, Artificial intelligence in marketing: Two decades review, published in NMIMS Management Review, June 2026.

Conference Proceedings:

  • February 2026: Richali Jain with Harish Kumar- Paper titled “Algorithmic Identity and the Exchange Paradox: A Theory of AI-Driven Recognition and Representation in Marketing” presented at Second ICCMRO International Conference 2026, organized by MDI Gurgaon.
  • December 2025: Richali Jain with Harish Kumar- Paper titled “Navigating the AI Perception-Performance Gap: A Cognitive Efficacy Perspective on Consumer Adoption” Presented at 19th Great Lakes NASMEI International Marketing Conference, organized by Great Lakes Institute of Management, Chennai.
  • December 2025: Richali Jain with Harish Kumar -Paper titled “Immersive Sustainability: A Dual-Pathway Framework of AR/VR, Empathy, and Self-Discrepancy in Sustainable Consumption” presented at the 4th International Research Conference on Sustainable Business (WCSB) organized by Great Lakes Institute of Management, Gurgaon.
  • September 2025: Richali Jain with Harish Kumar -Paper titled “Immersive Sustainability: A Dual-Pathway Framework of AR/VR, Empathy, and Self-Discrepancy in Sustainable Consumption” presented at Sustainability Business for Society International Conference (SBSIC 2025) organized by IIM Shillong.
  • October 2023: Paper titled “Enhancing Women’s Well-Being: The positive Influence of Parasocial Relationships with Intelligent Personal Assistants” presented at “National Conference on Women’s Health on Well-being”, organized by the Department of Psychology (CUH) and National Academy of Psychology.
  • April 2023: Paper titled “Intelligent Personal Assistant (IPA) Usage Intentions of Millennials: Drivers and Barriers” presented at International Conference of Marketing on Consumer Experience in Digital Era – 2023, organized by IIM Bodh Gaya.
  • March 2023: Paper titled “Parasocial Relationships with Artificial Intelligence Tools: Do Personality Traits Make a Difference?” presented at the 4th APSPA International Conference on “Sustainable Development Goals with Special Reference to School” organized by ASPA in collaboration with Department of Psychology, Central University of Haryana.
  • November 2022: Paper titled “Are Users of Artificial Intelligence Tools Attracted Toward Artificial Intelligence Tools?” presented at the International Conference on “Opportunities for Business, Technology Innovation, and Social Sciences" organized by MVN University.
  • September 2022: Paper titled “Drivers of Artificial Intelligence Adoption: Does Parasocial Relationships Matter?” presented at the National Seminar on “Bharat @75: Social, Economic, Political, and Cultural Dimensions,” ICSSR sponsored and organized by Central University of Haryana in association with SHODH Haryana and ICSSR, New Delhi.
  • February 2022: Paper titled “A Thematic Analysis of Artificial Intelligence in Marketing” presented at International E-Conference on “Paradigm Shift in Business and Management: Emerging Trends & Competitive Strategies” organized by Institute of Professional Excellence and Management, Ghaziabad, in collaboration with Nilai Field Research Centre, Malaysia, and Ghaziabad Management Association.

Book Chapters:

  • Pathania, A., Jain, R. (2022). COVID-19 Pandemic: Impact on Indian Startups and Policy Response. C.S. Yadav, S. Tanwar. Being Entrepreneur-Skill, Scope and Beyond. Doors Publication. (Book Chapter)

Mainstream Press:

  • July 2025: You See Me Now! How Gen AI is rewriting the rules of inclusion in the consumer age by Dataquest

Global Associations

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